The New Food Conference 2019 was a huge success! Leading entrepreneurs, scientists, and stakeholders in the field of food innovation gained new insights into the latest developments on the market and left inspired – with a promise to be back.


ProVeg is very happy to announce the New Food Conference 2020: Taking place on April 23-24 in Berlin, the conference will once again bring together leading experts to discuss sustainable food solutions for the future. In response to the strong demand, the second edition of the conference will have increased capacity, allowing for more people to attend this cutting edge event.


The New Food Conference 2020 will take place in Bolle Festsäle, a historic event location in the heart of Berlin that used to be a dairy factory. It is a fitting irony that it will soon be hosting Europe’s pioneering conference on new protein solutions.


For additional information about the programme, tickets, and support opportunities look out on our website soon.


The success of the first New Food Conference would not have been possible without the valuable support of its sponsors. If you would like to become a partner in next year’s event, and reach out to a network of leading entrepreneurs, investors, and industry stakeholders, please contact


8:30 – 9:30 am


9:30 – 9:40 am

Welcome and introduction

Sebastian Joy

Sebastian Joy

Co-founder and CEO of ProVeg International

9:40 – 10:00 am

Gaining momentum: growth, trends, and developments in the plant-based food sector

Euromonitor will give a broad overview of recent plant-based industry trends in Europe. What is the size of the plant-based meat and dairy sector? What will be driving European consumers and brands to embrace a plant-based lifestyle in 2019? What kind of developments can we expect in the future?

David Ingemar Hedin


Consultant at Euromonitor

10:00 – 10:20 am

Protein powerhouse: a cultural, historical, and future view of the European market

The history of plant proteins across Europe and the world is diverse. What are the driving forces behind these recent trends? Hanni Rützler will give an overview on food trends such as flexitarianism, soft health, spiritual food, beyond food, and healthy hedonism. She also reflects on the connection between vegetarianism and the increasing interest in protein-rich food which is forcing the development of new plant-based foods.

Mag Hanni Rützler


Nutritional Scientist

10:20 – 10:40 am

Let’s talk science: plant-based proteins and the latest research

How are plant-based meats and proteins developing? What are the latest research findings in the science and technology behind plant-based meat? And are plant-based meats always more sustainable than conventional meats?

Prof. Dr Atze Jan Van Der Goot


Wageningen University

10:40 – 11:30 am

Networking and coffee break

11:30 – 11:50 am

Ditching dairy: a success story about shifting the market paradigm

Caroline Zimmer, Founder and Managing Director of E.V.A GmbH, uses the practical example of the Simply V brand to show how an encounter with a new type of ‘cheese’ can succeed, and not only within the limited target group of vegans. Representing a paradigm shift in the dairy industry – and also an important step towards a more sustainable world – Simply V became the market leader and a key driver in German food retailing in just 12 months.

Caroline Zimmer


CEO of Simply V

11:50  – 12:10 pm

From the known to the unknown: attractive meat alternatives building the bridge to a plant-based future

In recent years, more and more attractive meat alternatives have come on to the market, providing a taste and texture very close to conventional meat products. These products are central to the ongoing shift to a plant-based raw material basis for food production. They provide sensations with which consumers are familiar and gently guide them “from the known to the (today still) unknown”.


Dr Matthias Moser


CEO of Hydrosol GmbH & Co. KG

12:10 – 12:50 pm

Investing in a plant-based future: criteria and trends

What are the criteria for investing in plant-based meats and other alternatives? Which areas are underfunded at the moment? What are investors looking for in 2019 and beyond? What types of investments do food startups seek and what helps them become most successful?

Lisa Feria


CEO of Stray Dog Capital

Claire Smith


CEO of Beyond Investing

Kim Anders Odhner


New Crop Capital

12:50 – 1:20 pm

Starting up strong: innovations in the plant-based startup market

Numerous startup pitches and snap talks about the latest disruptive products and technologies.

Nicolas Hartmann

Image kindly provided by Simple Vegan Blog

CEO of vly foods

Mazen Rizk


Founder & Managing Director at MushLabs

Leonardo Marcovitz


CEO of yeap

Vera Tinkova


Founder of Cheese the Queen

Christian Fenner


Co-Founder & CMO of nu organica GmbH

Linda Weißer


Research Director at Physicians Association for Nutrition e.V.

George Zheleznyi


Co-founder of Greenwise

1:20 – 2:45 pm

Networking and lunch break

2:45 – 3:05 pm

What is driving the increased consumer desire for plant-based foods – and how to encourage it?

What psychological and social factors determine whether animal-free products will be adopted? What can we learn from historical social and technological movements to create advocacy and marketing which will encourage their adoption?

Kelly Witwicki


Co-founder of Sentience Institute

3:05 – 3:25 pm

Motivating sustainable food choices: The role of nudging

All healthy eating guidelines require more plant-based foods in the diet. Although consumers are aware of such recommendations their food behaviours do not comply. Many engage in radical diets and short-term lifestyle changes with little success. Strong epidemiological data supports the idea that small changes performed in a consistent way can be more successful in achieve better dietary quality and weight control in the long-term. Therefore, one tool that can contribute to this aim is choice architecture (nudging) by facilitating small changes towards plant-based consumption. The objective of this presentation is to summarise the evidence from systematic reviews and empirical work about which nudges work (or not) in different settings, the challenges of upscaling to foodservice operations, and the opportunities for facilitating plant-based adoption by mainstream consumers. Strategic positioning in buffet works well to increase plant-based consumption without reducing energy intake. Upscaling to foodservice operations has several challenges, particularly if the target product is in competition with very familiar (safe) products. Opportunities exist if identified facilitators of plant-based consumption can be embedded into behavioural interventions.

Armando Perez-Cueto


University of Copenhagen

3:25 – 3:40 pm

Plant-based food meets shopping center

In this speech, Jonathan Doughty will explain why the ECE, and the mainstream property industry is so interested in plant-based food, products and providers. Using examples, he will also explain the changes that are happening and retail world and the opportunities these provide for everybody.

Jonathan Doughty


Global Head of Foodservice,
ECE Projektmanagement

3:40 – 4:10 pm

Retail psychology: how to market plant-based foods and what is required to successfully take a new product to market

What’s the ideal product placement for plant-based foods? What can retailers do to increase sales? Which companies represent successful examples of best practice and what makes them successful? This panel will cover marketing strategies, the latest retail trends, and attempt to answer the question: “What are consumers really looking for?” We will also touch on an international comparison and look at the practices of supermarkets versus discounters.

Joep van Straalen


Co-founder of NextFoods

Mahi Klosterhalfen


CEO of Albert Schweitzer Stiftung für unsere Mitwelt

Jos Hugense


CEO of Meatless BV

Milena Lazarevska


Head of future brands orgination and investing at Sainsbury’s

4:10 – 4:30 pm

Networking and coffee break

4:30 – 5:00 pm

MAXimize your success: How to implement sustainable concepts in the food services sector

How can sustainable food concepts be implemented in the corporate world? How does consumer acceptance come about? What is the responsibility of modern industrial food companies? Can this be reconciled with corporate objectives and can it contribute to long-term corporate performance? The Swedish fast food chain MAX Burgers is the oldest burger chain in Sweden. The family-run business was named one of the world’s Ten Most Innovative Companies in Food in 2011 by Fast Company. MAX garnered a great deal of international publicity when, in 2008, they became the first fast food chain in the world to carbon-label their entire menu. MAX’s goal is for every second meal sold in their restaurants to consist of something plant-based by 2022.

Jonas Mårtensson


Head of Product Development and Head Chef at MAX Burgers

5:00 – 5:30 pm

You name it: labels and designations on plant-based products

Felix Domke will discuss the EU legal framework surrounding denominations of plant-based alternatives, as well as how they should ideally be named. Julia Schneider will give an overview of the criteria for getting new plant-based products labelled and discuss quality control and consumer acceptance using the example of the V-Label.

Felix Domke


Head of Public Affairs at European Vegetarian Union

Julia Schneider


Head of V-Label Germany

5:30 – 5:45 pm

Summary and feedback

5:45 – 9:00 pm

Networking Event Kalkscheune


Christin Quander


Multilingual moderator and speaker

Jeroen Willemsen


Moderator and expert on protein sustainability

9:00 – 9:30 am


9:30 – 9:40 am


Sebastian Joy

Sebastian Joy

Co-founder and CEO of ProVeg International

9:40 – 10:10 am

A peek behind the scenes: the latest scientific progress on clean-meat challenges

Cultured meat has undergone exponential growth in terms of funding, number and breadth of people working on it and in number of startups trying to commercialise the technology. We are likely not a the top of the ‘hype’ yet. In spite of the interest and efforts, it may still take a couple of years before we see the first products to the market. There are still important hurdles to be taken, such as scaling up, making products cost-effective, setting up a scaled or scalable supply chain of ingredients and, last but not least, regulatory approval for every market. The state of the art will be discussed and perspectives for the intermediate future will be provided.

Dr Mark Post

Mark Post

CSO of Mosa Meat

10:10 – 10:25 am

A taste for meat: how to flavour cultured meat products for the mainstream market

Prof. Nahmias will discuss the challenges in meeting the aroma, taste, and cost benchmarks in bringing cultured meat products to the mainstream market. The talk will focus on emerging manufacturing strategies, particularly the distributive manufacturing approach of Future Meat Technology.

Prof. Yaakov Nahmias


Founder and CSO of Future Meat Technology

10:25 – 10:50 am

Without the catch: Finless Foods discuss cell-based seafood alternatives

We will hear about different methods for conducting research in the cell-based fish sector, and how Finless Foods was born from some notes on a few napkins in a bar in Manhattan to an R&D powerhouse leading the charge on cell-based seafood. We will also hear about the advantages and disadvantages of working in fish systems, both in terms of regulation and science. Lastly, why will people switch to cell-based fish over conventionally farmed fish? How can we ensure a smooth transition away from animal farming and towards an option that is better for everybody?

Michael Selden


CEO Finless Foods

10:50 – 11:30 am

Networking and coffee break

11:30 12:00 am

Should we eat more insects?

A discussion of insects as an alternative protein source, including their advantages and disadvantages compared to conventional meat and other alternative proteins such as plant-based and cell-based meat.

Anni Osborn


The Good Food Institute

12:00 – 12:15 pm

Starting up strong: innovations in the cell-based startup sector

Start of pitch session: Aleph farms as an inspiring best practice example

Dr Neta Lavon


Vice president for Research and Development at Aleph Farms

12:15 – 1:00 pm

Starting up strong: innovations in the cell-based startup sector

Numerous startup pitches and snap talks about the latest disruptive products and technologies

Benjamina Bollag


Co-founder and CEO of Highersteaks

Dr Erdem Erikçi


Chief Technical Officer at

Nicolas Morin-Forest


Founder of Suprême

Wim de Laat


Owner of BioscienZ

Kartik Dixit


Founder of Clear Meat

Illtud Llyr Dunsford


Agricultural Consultant and CEO of Charcutier LTD

Raffael Wohlgensinger


Co-founder of LegenDairy

1:00 – 2:30 pm

Networking and lunch break

2:30 – 2:50 pm

Clean meat and the public perception: overcoming scepticism

A systematic review of the research on public perceptions of clean meat, this talk explores who the early adopters of clean meat might be, the importance of perceived benefits and barriers, how messaging and nomenclature shape public perceptions, and the market for clean meat in various countries around the world

Dr Chris Bryant


Bath University

2:50 – 3:10 pm

How much is the dish? On the environmental impact of new protein sources

Livestock production is one of the main drivers of environmental degradation, including climate change, land-use change, loss of biodiversity, and the pollution of air and waterways. Cellular agriculture technologies use cellular cultures for producing replacements for livestock products, and could thus reduce the need for animals in food production. This talk presents the current state of research on the potential of cellular agriculture products to reduce the environmental impacts of livestock production.

Dr Hanna Tuomisto


University of Helsinki

3:10 – 3:30 pm

New foods, new risks: ensuring consumer safety of novel foods

What is novel food? What are the criteria for guaranteeing consumer safety? What are the conditions for new plant-based foods? What is so special about cultured meat? What methods maximise marketability?

Jens Karsten


Lawyer at European Vegetarian Union

3:30 – 4:00 pm

Networking and coffee break

4:00 – 4:45 pm


The panel will discuss the questions: How will cultured animal products affect our society and culture as a whole? What are the implications for the human-animal relationship? Also, they will talk about concrete scenarios like: What will animal breeders’ involvement in this emerging field look like? How to make this profitable for farmers and their businesses? What changes in the food system and agricultural policies are needed, and how can collaboration work?

Illtud Llyr Dunsford


agricultural consultant
and CEO of Charcutier LTD

Dr Cor van der Weele


Wageningen University

David Kay

David Kay

Senior Manager
of Communications & Operations
at Memphis Meats

Dr Arianna

Arianna Ferrari

free lance consultant
and Futurium gGmbh

Dr Hanna


University of Helsinki

4:45 – 5:15 pm

Summary and Feedback


Christin Quander


Multilingual moderator and speaker

Jeroen Willemsen


Moderator and expert on protein sustainability

Programme as PDF file

Filesize 1.2 MB

Press releases

Filesize 33 KB

Pictures 2019

Filesize 7,8 MB


Chris Bryant

David Ingemar Hedin

Jens Karsten

Matthias Moser

Annie Osborn

Armando Perez-Cueto

Mark Post

Hanni Rützler

Michael Selden

Hanna Tuomisto

Kelly Witwicky


Rügenwalder Mühle

Rügenwalder Mühle began as a family business in 1834 in Rügenwalde, a town in Pomerania, which was already known for its sausage specialties. In 2014, Rügenwalder Mühle expanded its range to include meat-free alternatives. At the moment 24 products belong to this product line and the range is increasing steadily. Rügenwalder Mühle plans to generate 40% of their sales by 2020 with the vegetarian/vegan product line. The company’s key values include mutual appreciation, tradition, and innovation, as well as health and sustainability, all of which are seen as vital to the company and its development.

Simply V

With the vision to create plant based alternatives for cheese products, a team of experienced milk producers decided to reconsider the traditional production of cheese. Their aim is to protect the environment and the earth’s resources- not only for today but for future generations. It was important to them that their vegan products taste just as delicious and satisfying as their dairy-based alternatives.








ProVeg Deutschland e.V.
Genthiner Straße 48
10785 Berlin


Tel: +49 30 29 02 82 53-48